Insurance-linked securities (ILS), deliver stable returns tailored specifically to the long-term needs of the insurance market, bridging the gap between capital markets and the global life insurance industry, where the principal risks are life, health and lapse risks. A new investment company specialising in ILS investments approached us for a compelling and meaningful name to differentiate them from more familiar investment banks and reinsurance companies.
Working with the founder, we helped him and his team articulate their proposition and values that would form the basis for a brand naming brief. As an international investment company raising its first fund, the business needed to target family offices and smaller institutions for investment, so required an authoritative insightful name with trade mark coverage across global financial hubs including UK / EU / US / Singapore and Hong Kong.
We used our unique brand naming methodology to identify 20 names, all screened for trade marks, domain names and a range of other criteria, with Farsight Partners being selected as the favourite, twinned with the positioning statement ‘The long view’. This references the long-term nature of insurance risk.
We then developed a brand mark and symbol to communicate insight, perspective, stability and trust, using a Bodoni font and a restrained colour palette to achieve classic layouts promoting sophistication and an intelligent approach to investment.
To bring the brand to life we commissioned a landscape painting by artist Sophie Marchant to express the long view and creative thinking that are core to the firm’s investment strategy.
The brand system was extended to cover client presentation documents and other core assets, with suggestions for the website (which was eventually created in-house).
Farsight Partners launched at the end of 2022, quickly raising its first fund, and establishing brand awareness in the ILS market.